How do expecting parents prepare for parenthood?

The average parent will spend more than three weeks of time preparing the nursery for their child before they’re born.

That’s according to a new survey of 1,500 parents with kids under the age of 10 and 500 first-time expecting parents. Results revealed that 28% started decorating their nursery during the second trimester, though 17% dove right in and started as soon as they found out they were pregnant. 20% of respondents waited until the third trimester to start decorating, while 5% did not tackle the task until after the baby was born.

Still, the average parent spent almost seven (6.6) hours tweaking their child’s nursery after they were born.

Almost nine in 10 (86%) chose to know the sex of their baby before they were born. The majority of parents who already have children wanted to know the gender before birth (90%), but first-time expecting parents are less likely to want to know (75%).

Overall, 92% of respondents either have had or will have a baby shower. On their guest lists are family (86%) and friends (79%), along with friends of the grandparents (49%) and coworkers (39%).

Some of the most cherished and appreciated gifts from their baby showers include clothing (59%) and practical items such as bottles, blankets and a diaper bag (58%). A car seat (40%), stroller (37%) and crib (30%) also ranked high.

When it came time for a gender reveal, almost two-thirds of respondents (63%) hosted a party for their family and friends. Of those, the average parent spent almost 12 hours (11.6) planning the party — with some respondents sharing they spent over 31 hours (7%) event planning.

Conducted by Talker Research on behalf of Minted, the survey asked parents to reflect on their experiences associated with pregnancy milestones and reflect on what they’d do differently and what they’d do the same.

When comparing currently expecting parents with more seasoned parents, 42% of first-timers prioritized a gender reveal party, compared to only 23% of those who already have kids under 10.

The first time around, parents prioritized stocking up on all of the physical items they’d need, such as a crib, bottles and swaddling blankets (72%), as well as picking out a name for their child before birth (67%) and knowing their child’s sex before they were born (52%).

Yet, when it comes to a second child, those priorities shift. At the top of the list, parents still want to ensure they have all physical items they need (48%) before the baby's arrival, but creating an archive of memories such as photos, important dates or moments, rose from fifth into second place (34%).

Parents would also spend more time preparing before birth (35%), would like to receive more practical gifts for their child (28%) and would spend more time planning celebrations for their child’s milestones (26%).

Seasoned parents were also asked to reflect on helpful advice they were given when expecting their first child. The top three golden nuggets include sleeping when the baby sleeps (33%), making time for self-care (30%) and trusting your parenting instincts (28%).

Results also found that 45% of parents admit that they are, or will be, less lenient with their second child than they were with their first when it comes to parenting styles, rules and schedules.

This may be because nearly seven in 10 (69%) believe that having a second child helped them “let go” of the less important things in life, and focus more on what’s actually important.

“We know how much time and love parents put into preparing for the arrival of their little one,” said Marissa Cedarleaf, Minted GM of Baby & Kid, Stationery, and Gifts. “We are here to support parents through every step of their journey and share in the celebration of announcing their new baby’s arrival as well as exciting milestones from first birthday through graduation!”

As parents continue to plan milestone celebrations for their kids, the most important parts of planning a birthday party include whether their child is having fun (60%), the food (43%) and the activities and entertainment (40%).

Taking that a step further, another 54% consider the adults attending when party planning and are concerned whether they’re having a good time as well.

“We know how much time and dedication parents put into planning birthday parties,” said Cedarleaf. “Whether it's your first time or you’re an expert, there are countless ways to make it an occasion your child will never forget. The details of each celebration change year to year, but the memories last forever.”

PARENTS' MOST HELPFUL ADVICE TO THOSE EXPECTING THEIR FIRST CHILD
● Sleep when the baby sleeps - 33%
● Make time for self-care - 30%
● Trust your parenting instincts - 28%
● Don’t feel guilty about being an imperfect parent - 28%
● Don’t compare yourself to other parents - 27%
● You don’t have to do everything by yourself - 22%
● Take as many photos and videos as possible so you can look back on them later - 22%
● Be as present as you can - 21%
● Make time to bond with your partner during this new phase in life - 19%
● All of your identify doesn’t have to be tied to being a parent - 12%

Survey methodology:
This random double-opt-in survey of 500 first time expecting parents and 1,500 parents of kids under the age of 10 was commissioned by Minted between May 23 and May 31, 2024. It was conducted by market research company Talker Research, whose team members are members of the Market Research Society (MRS) and the European Society for Opinion and Marketing Research (ESOMAR).